Brand Safety, Company News
AppLovin Partners with HUMAN for Traffic Quality & Brand Safety
Michaela Jacobsberg-Reiss
Feb 23, 2022
Feb 23, 2022
Brand Safety, Company News
After spending a decade in the publishing and AdTech product space, I can attest that delivering the best experience to consumers, advertisers, and publishers requires putting considerable thought and effort into quality, trust, and brand safety/user experience. This is why AppLovin recently integrated with the IAB Tech Lab OMSDK to provide buyers moving to AppLovin Exchange (ALX) the transparency they need into our supply viewability.
“Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.”
— William A. Foster
I also learned to appreciate the complexities of delivering the right ad, at the right time, to the right person. Doing this well means having the right partnerships in place, and one area that requires the best and brightest minds to do it correctly is supply chain quality and ad fraud prevention. Marketers expect every dollar spent translates to real eyes viewing their product or service in a brand-safe manner — and AppLovin is committed to ensuring that.
This is why I am thrilled to announce that in addition to adding brand-safety measures such as sellers.json, AppLovin is joining forces with HUMAN Security, Inc. (formerly White Ops), the global leader in protection against sophisticated bot attacks and ad fraud, to bring HUMAN’s advanced traffic quality fraud protection to AppLovin’s monetization and marketing software solutions.
With AppLovin’s recent integration of MoPub, MAX and its AppLovin Exchange (ALX), AppLovin is now the ad-tech market’s largest mobile in-app exchange. Partnering with HUMAN provides best-in-class fraud protection and ensures traffic quality for the AppLovin platform. In addition, protecting the ad-tech ecosystem from fraudsters can not be done in a vacuum and requires industry collaboration. As the newest member of The Human Collective, AppLovin joins Amica, Omnicom Media Group, The Trade Desk, and other industry leaders in collaboration to protect overall ad ecosystem traffic quality.
HUMAN verifies the humanity of more than 15 trillion digital interactions per week, offering enterprises a platform with internet-class scale and observability, superior detection techniques, and hacker intelligence to improve the digital experience for real humans.
HUMAN achieves this scale through its continued expansion in cybersecurity, offering a suite of products to protect the complete digital customer journey: BotGuard for Applications, BotGuard for Growth Marketing, and MediaGuard. As new partners and enterprises use the Human Verification Engine, an even deeper understanding of the cybercrime landscape enables HUMAN to continuously adapt, outpace adversaries, and protect clients against new threats.
This partnership will leverage MediaGuard—HUMAN’s pre-bid and post-bid traffic quality protection product—to combat invalid traffic, prevent non-human ad views across AppLovin’s platform, and boost overall quality, transparency, and performance.
“As we’ve grown in the market, taking an aggressive approach to monitoring and preventing any and all bot activity for our supply and demand partners is a top priority. Our partnership with HUMAN ensures that we’re providing protection and confidence for programmatic buying in the AppLovin Exchange as we continue on our mission to operate the most robust in-app advertising platform in the market.”
— Idil Canal, General Manager, AdTech Solutions at AppLovin
About the author: Michaela Jacobsberg-Reiss
As AppLovin’s Director of Product Partnerships, Michaela joined AppLovin via the recent MoPub acquisition. At MoPub, she served as Global Head of Ecosystem Partnerships, advancing commercial and product initiatives across marketing outcomes, measurements, health and brand safety, and inventory targeting. Now at AppLovin, she is using her ad tech expertise to continue growing AppLovin’s toolset for publishers and advertisers via ecosystem collaborations and partnerships.
